Indoor bike manufacturer Wattbike is accelerating its push to grow its brand across international markets.

The company, which last year secured a major deal to supply testing bikes to the UCI World Cycling Centre in Aigle, Switzerland, has appointed Steve Newell as sales director to drive the growth.

Newell joins Wattbike from fitness equipment giant Life Fitness, where he spent four years as business development manager for the EMEA zone. His career also includes stints at Technogym, Keiser and Myzone.

According to Newell, Wattbike will look to expand its presence in both the leisure and professional sports markets.

“In addition to the many leisure operators who offer a Wattbike experience to members and users, the brand is also well established in the sports sector,” Newell said.

“Many national governing bodies of sport and individual top tier sports clubs are investing in the product because of the proven impact it can have on athlete performance.

“I’m really looking forward to getting involved and using my experience to grow the brands reach across our home and international markets.”

Newell’s arrival will mean that the existing team will be restructured. Richard Baker, currently commercial and sales director, will become more focused on product growth in the consumer market and exploring wider, global growth opportunities.